When/Who?
Program on Persuasion® was founded by me, Jim McBrayer a 21-year executive of a global manufacturer, in January of 2009. Fanatical about the psychology driving buying decisions and the persuasive means in which to influence buyers, I set out to create the best program in the world at helping reps become remarkably persuasive where it matters most . . . when they are face-to-face with the customer. I was so enamored with the idea that I left a great job with a Fortune 200 company to pursue my dream . . . by the way, if I were you, I would be thinking "I wonder if he left the company or did the company leave him"? Well, that former company was my first customer . . . how's that for leaving on great terms?

More importantly . . . why?
Deep in the middle of the recession of a lifetime & confronted with increased competition from a global economy . . . what would you do? What would you dare to attempt, if you knew you could not fail? Most people never pursue their desires because they are afraid they will fail. Instead, they choose the safest route. They ask of themselves a much different question: "what does the world expect of me, how am I to survive this situation?" . . . & they go forth and risk little. They suppress their desires and make the best of a bad situation. However, your desires reveal your design and your design your destiny. So, what would you dare to attempt, if you knew you could not fail? You have a dream, don't you? . . . "something" which you are passionate about? What makes you come alive? You should go do that! Because what the world needs are more people that have come alive & are passionate about what they are doing with their lives.

Program on Persuasion® was born of that passion. While the smart bet was to lay low, cut overhead & dramatically cut expenses . . . we launched a new business . . . with a mission to help sales organizations become remarkable. We believe, with the rapid consolidation of the world economy & the speed of information, that advantages in technology & information will be short-lived. . The true differentiator of today is, and will continue to be, the salesperson¹. It is already the #1 criteria of choice for customers . . . much more important than price, product or total solution.² Now, the research is not saying that price, product & total solution is not important . . . the customer is saying: "price, product & total solution is not that different between companies. What is vastly different is the salesperson . . . therefore they make their decision based on the salesperson more so than any of these other criteria.

New Discovery about buying decisions!
Buying decisions are driven by the brain. Neuroscience, the study of the brain, has made some major discoveries recently. "In fact, neuroscientists have estimated that 98% of what we know about the brain we have learned within the last decade. Even more startling, more than 80% of what we thought we knew about how the brain works has turned out to be false".⁴ What we have learned about how buying decisions are made has created a complete paradigm shift. Like all true paradigm shifts, they serve to explain and to guide us. Neuroscience has proven that buyers make decisions 100% based on emotion and then justify their decisions with logic. Specifically, there are 6 emotions that drive buying decisions, the 6 Compliance Principles™. These principles serve as a new target for sales teams. These discoveries serve to explain why traditional selling methodologies were ineffective & guided Program on Persuasion® to develop a complete program on how to trigger these emotions. Welcome to Program on Persuasion®. Take a look @ "The Program" to learn more about how we trigger persuasion.

1.  Achieve Sales Excellence, Stevens & Kinni, Platinum Press 2007
2.  Achieve Sales Excellence, Stevens & Kinni, Platinum Press 2007
3.  Nightingdale Conant 2009 study of 2,663 sales managers
4.  The Answer; John Assaraf & Murray Smith, ATRIA Books 2008